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Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

The advertising of cosmetic surgery is a sensitive topic with concerns being raised about the trivialisation of a serious medical procedure and undue pressure on potentially vulnerable consumers. But the rules do not prohibit providers of these services from advertising as long as they stick to strict rules designed to protect consumers and to ensure all ads for cosmetic surgery and procedures are socially responsible. 

Cosmetic surgery is not a decision that should be taken lightly and we take a firm line on ads that trivialise a cosmetic procedure or put pressure on individuals to make quick-buying decisions. Ads should not imply procedures are quick and easy with minimal invasiveness and recovery time if they aren’t, and we advise advertisers to always highlight the need for a consultation before booking a procedure and any risks associated with cosmetic surgery. 

The advertising rules also state that ads for cosmetic surgery and procedures need to be scheduled and targeted appropriately in order to minimise the risk of children seeing an ad which has the potential to have a negative impact on their body image. 

As well as making cosmetic surgery ads responsible, advertisers providing these procedures should also not mislead the public. Surgeons should only describe themselves as ‘qualified’ in their ads if they are on the Specialist Register of the General Medical Council and have the relevant certifications or qualifications. Furthermore, surgeons should only describe themselves as ‘experienced’ if they are able to prove they have practiced their surgical specialty for at least 6 years. 

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Latest news

  • Cosmetic interventions and the CAP Code

    • CAP News
    • 26 November 2020
  • Making sure your Instagram advertising doesn’t raise any eyebrows

    • CAP News
    • 22 October 2020
  • Consultation on the placement and scheduling of ads for cosmetic interventions

    • CAP News
    • 10 September 2020
  • Enforcement Update – Ads for Botox on social media

    • CAP News
    • 09 January 2020
  • Now that's what I call regulation - 10 greatest hits from the 2010s

    • CAP News
    • 19 December 2019
  • Avoid the ASA taking a jab you - Ads featuring prescription only weight loss injections

    • CAP News
    • 09 August 2019
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Contact us:

The Advertising Standards Authority Ltd. (trading as ASA), registered in England and Wales, Registered Number 0733214
 
The Advertising Standards Authority (Broadcast) Ltd. (trading as ASAB), registered in England and Wales, Registered Number 5130991
 
The Committee of Advertising Practice Ltd. (CAP), registered in England and Wales, Registered Number 8310744
 
The Broadcast Committee of Advertising Practice Ltd. (BCAP), registered in England and Wales, Registered Number 5126412
 
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